Revitalising an iconic beer brand

Tetley’s is one of Britain’s best selling ales. The brand and packaging needed reinvigorating to realign the brand with its core customer base, whilst making it relevant for today’s drinkers. The Huntsman had served Tetley’s well for nearly 100 years, however, we identified that a change of symbol would be key to creating a symbol of change for the brand. Tetley’s Cask, the flagship brand, was totally redesigned with an embossed metal pump clip that positions the ale as premium. We revived Tetley’s refreshing beers for the on-trade. We also introduced NPD for Tetley’s, based on their original recipe. The symbols in the new logo, derived from the original coat of arms, are inspired by the Tetley family’s previous business as Maltsters.